The 2018 Winter Olympics have passed and in a synchronised move designers evoked a mash up of sports and extreme cold weather clothing, paired with guerilla warfare/ fireman equipment. Not to mention memories of our childhood for those of us growing up in the seventies.

The perennial motorcycle-inspired trend seen on the catwalks and the streets is now reflecting a social shift in gender equality in sports and lifestyle. This development impacts a large array of fields such as art, fashion, retail design, lifestyle and entertainment, magnified by the growing community of female influencers on social media keen to share their passion for a traditionally male dominated world.

Following our Nostalgia Part I report, we examine the massive comeback of 90s athletics and street style in the fastest growing segment of the clothing industry. Sportswear sales increased by just under 7% in 2016, thus outperforming all other clothing categories for the third year running.